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Why Read This Report

As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. B2C marketers must understand their customers' expectations and concerns to ensure that they're correctly applying contextual privacy practices. This report uses Forrester Analytics Consumer Technographics® research to define five consumer segments as well as their attitudes and behaviors relating to marketers' collection and use of personal data. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new Consumer Technographics data.

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